A lawyer-turned-author was ready to promote her work.

Pro-bono immigration lawyer Linda Dakin-Grimm was publishing her book about what she’d learned navigating the archaic immigration system in the US, and how non-lawyers could better understand and improve the system.

Her publisher encouraged her to do some self-promotion: start a website, book speaking gigs, get on Twitter. But she’d never forayed into social media, much less web design. My team at Sherwood Fellows was on it.

Brand Identity

Intelligent warmth

We created an identity guide that balanced academic expertise with an invitational, inclusive presence.

As I wireframed and wrote the content on her website, I wanted to make people feel like they didn’t have to be a lawyer to understand or care about the challenges migrants face.

Web Strategy

An Invitation to Learn

Linda’s digital strategy prioritizes narrative storytelling and actionability. We focused on opportunities for her to connect with readers and event attendees.

For example, throughout the website, there are promotions to receive a free download of an excerpt from Linda’s book. The excerpt tells the story of a migrant named Lilliana, whom Linda defended her pro-bono work.

Social Media Setup + Copywriting

Linda only had minimal experience with LinkedIn, so I walked her through the basics of that platform, as well as Twitter and Facebook. I set up her profiles on these platforms with new cover and profile photos.

For a few months, I wrote about 8-12 sample posts for Linda so that she could share them as needed; these posts focused on current events in immigration policy and politics, as well as her own brand developments. I also checked in on messages and notifications to ensure people were receiving regular interaction from her profiles.

In the months I managed her social media, she organically gained 220+ followers on Twitter and 100+ likes on Facebook. The biggest achievement, for me, is that she swore she would hate using social media … and now she sees it as one of her best tools for connection and promotion! Score!